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After a year where we have seen a Pandemic known as COVID 19 put the UK restaurant industry into freefall, you have been approached (as a freelance Digital Marketing consultant) by the Marketing Director of the Digbeth Dining Club in Birmingham, to
create an ‘innovative digital marketing campaign’ in order to:‘Raise awareness of the business in order to create sales’
The campaign will run for a 4 month period and cover the months of Jan – April 2021, which is deemed ‘off peak’ within the restaurant industry (as it straight after Christmas and New Year). Background Information to the Digbeth Dining Club, Birmingham.
“Founded in 2012, Digbeth Dining Club is a multi-award-winning street food event that has transformed the city’s food landscape by turning some of the Midlands most unique venues, into
vibrant, street food destinations.
Within just a year of starting, Digbeth Dining Club had been voted Britain’s Best Street Food Event,
and since has gone on to host events all around the Midlands, establishing itself in the region as
pioneers of street food.
Digbeth Dining Club works with the best food traders around the UK. Every trader is vetted and
trialled to ensure that customers not only get a wide range of cuisines to choose from, but at an
affordable price, too. Whether it’s Michelin-star chefs, former Masterchef finalists or even just
enthusiasts with a genuine passion for food, quality will always be at the forefront of our events.
Digbeth Dining Club isn’t your usual dining experience. We strip back the frills and fanciness of fine
dining and offer an authentic, unique experience where we let the food do the talking.
Our aim at Digbeth Dining Club is to provide a platform for the best street food traders in the UK
to cook quality, locally-sourced and honest food to the people of the Midlands”
Digbeth Dining Club
Task Guidance
A suitable introduction is included stating what you are planning to discuss and what academic models or theories you plan to use to address this.
Situation Analysis
You should use at least 4 (compulsory models) from belowresearch models to develop your situation analysis
SWOT, Competitor Analysis PESTLE,Porters 5 forces,Market Trends,Digital Inventory,Content Audit,Customer Insight
Where do you want to be?
The 5 S Model or SMART model
What marketing strategies will you develop in order to fulfil your objectives?
Brand Position and Key Segments
Target Audience
What is the customer persona?
Key Messages and Creative
What are the key messages for your campaign and what creative will you use?
Which tools will you use to analysis the success of the campaign and return of investment ?
I have attached a assignment marking guidance


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